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cover on the topic of social media content types (i.e., informational, entertainment, remuneration, and social) to provide consistent result
focusing on social media content format specifically. Besides, this study also has limitations regarding the period of the study compared to
prior research by Shahbaznezhad et al., (2021) and Aldous et al., (2019) which were done between 8-12 months. The scope of the study has
placed a constraint on the time frame for data collection.

■ 2.0 LITERATURE REVIEW

2.1 SOCIAL MEDIA AND CONSUMERS’ ENGAGEMENT

Social media is explained by Kaur and Kumar (2021) as online technological tools which enable people on the internet to communicate and
exchange information. The perks of social media have been immeasurable. Social media are interactive, which enliven casual and deep
interaction (Saldanha et al., 2020), allow communication between brands and consumers, encouraging consumers’ involvement in content
creation and value generation (Goh and Arenas, 2020), at which point enable brands to build long-term relational benefits. Consumers have
grown accustomed to obtaining information through social media rather than visiting the brand's website or physical store (Li and Chang,
2016). Subsequently, this information has the potential to influence consumers' purchase decisions. (Wang et al., 2012). As social media has
emerged with fast-paced growth, marketers, with its instinct to advancing towards customers’ choice, has made social media a channel to
expand their business (Kaur and Kumar, 2021) as it acts as a low-cost platform to communicate, share the information, building up social
networking and present brand portfolio (Genc and Oksuz, 2015). Given these numerous advantages, a large number of small business owners
chose to begin their business journey on social media over broadcast, printing, and billboards (Ukpere et al., 2014).

In association with the benefits social media offers as a marketing channel, many studies stated that a positive behavioral intention is present
(Akar and Mardikyan, 2014; Ramadari et al., 2014 as cited in Kaur and Kumar, 2021). Consumer engagement is different from consumer
involvement or participation as it hones in on consumers’ interactivity and experience with a brand (Brodie et al., 2013). Engagement between
customers and brands on social media has gained explosive attention in the past few years due to its competence to influence customer’s
behavior (Schivinski et al., 2016). Based on the discussions of prior studies, engagement is important to create and maintain profound
relationships between organizations and consumers (Kumar and Pansari, 2016; Hollebeek et al., 2014 as cited in Lima et al., 2019). In
addition, a situation of consumer becoming a follower of a brand’s social media platform is able to escalate consumers’ frequency of visit
and profitability (Rishika et al., 2013) as well as it acts as a value-added to company be it directly through purchases or indirectly through
social media which to be exact, through electronic word of mouth (eWOM) of a brand (Chevalier and Mayzlin, 2006; Dessart and Pitardi,
2019; Dessart et al., 2015 as cited in Schaefers et al., 2021).

Defined as customer’s behavioral actions toward brand deriving from motivational drivers, beyond transactions (van Doorn et al., 2010 as
cited in Munoz and Towner, 2021), customer engagement takes place through both transactional and nontransactional interactions with
brands which results in emotional, cognitive, and behavioral states of activation (Kumar et al., 2010; Brodie et al., 2011 as cited in Vlachvei
et al., 2021). Interactions made by brands that successfully pull off users’ satisfaction and favorable emotions can develop further efforts
toward engagement including the behavior of commenting, as a cognitive approach that results in higher level of engagement (Vlachvei et
al., 2021). Wang (2021) further explained that users make comments to share their satisfaction, favorable emotions, passion, and wisdom for
community to see and be pleased by. Consumer engagement has been acknowledged as the variable of certain accomplishment outcome
(Xue et al., 2020). Munoz and Towner (2021) added that liking and commenting are critical key performance indicators for marketers since
it signify if a post met particular marketing objectives, and which type of content format actively engages with users.

2.2 THEORETICAL BACKGROUND

2.2.1 SOCIAL MEDIA CONTENT FORMAT

The success of social media strategy is based on how the relationship between brands and customers was built (Sashi, 2012; Schaffer,
2013; Diffley and McCole, 2019 as cited in Kaur and Kumar, 2021), in which the selection of content plays a vital part (Lagrosen and
Grunden, 2014; Voorveld et al., 2018 as cited in Kaur and Kumar, 2021). Delivering product information to consumers through social
media content can lead to the increase of brand awareness (Colicev et al., 2018). According to Deng et al. (2021), content as a post is
what brands communicate meanwhile Juntunen et al. (2020) described content as a distinctive form of elements presented on social
media (i.e., text, voice recordings, photos or videos).

2.2.1.1 Vividness

Post media is cited as the media channel that brands use to interact and is generally measured from the vividness and interactivity of
brand posts in which vividness refers to the media richness of a brand post (Deng et al., 2021). The concept of media richness is
established from an information processing theory that illustrates media usage and communication effectiveness (Cao et al., 2021).
Hernández-Ortega et al. (2020) further explained vividness as the level to which a post encourages distinctive consumers’ response.
According to Deng et al. (2021), vividness is categorized into four classes consisting of posts with pure text as no vividness, posts with
photos or images as low vividness, posts with the event as medium vividness, and posts with videos as high vividness. Multiform types
of media can create information and entertaining values and sensory for consumers in which the appearance or novelty from photos and
video cannot be experienced from a minimal phrases or textual information (Tan and Chen, 2021). Previous research noticed that

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